As Bud Light’s precipitous decline continues thanks to the brand’s Dylan Mulvaney marketing video disaster, “America’s beer” is making a play for the top beer slot. That brand would be Yuengling, which is owned by a Trump supporter and, being founded in 1829, is the oldest operating brewery in the United States.
The latest data shows, for one, that Bud Light’s predicament isn’t really getting any better. In fact, it was down 26.1% for the week ended July 15 compared to the same time last year, so though that’s not quite as bad as its recent, nearly 30% decline, the data is still quite bad and doesn’t look to be going away; the latest result is even worse than the 23.6% drop it suffered during the week of July 4. Other Bud Light-associated brands, such as Budweiser and Michelob Ultra, are also still down significantly.
Meanwhile, other brands are managing to scrounge up the sales Bud Light lost. Modelo, which has taken Bud Light’s crown as the number one beer, is up a little over 13% compared to the same time last year, for example.
But blowing even Modelo’s sales increase out of the water is Yuengling, “America’s Beer,” which is up a massive 25 percent compared to the same time last year; according to the New York Post, “rival brands Yuengling Lager, Coors Light and Miller Lite are seeing even greater sales surges — up 25%, 21.6% and 16.9%, respectively.”
Likely adding to Yuengling’s success, particularly compared against the very woke brand Bud Light, is that it has moved to position itself as the patriotic beer. It did so with special edition cans that benefit veterans, as it announced in a press release posted to its website.
Beginning, the press release says, “Today, D.G. Yuengling & Son, Inc., America’s Oldest Brewery®, announced the return of their limited-edition Team RWB camo cans. The Traditional Lager camo cans support Yuengling’s partnership with military veteran nonprofit Team Red, White & Blue (Team RWB) as part of Yuengling’s Stars & Stripes program – the brewery’s year-round initiative supporting our nation’s heroes and military veterans.”
Continuing, it said, “The special cans, emblazoned with a unique desert camouflage print and Team Red, White & Blue logo, mark just one of the many ways Yuengling values and pays tribute to the service men and women in our country. Starting today, the limited-edition Yuengling Lager cans will be available until the end of this summer in 12-ounce 12-pack, 12-ounce 24-pack cans as well as single-serve 24-ounce cans. The camo cans are available for purchase at fans of legal drinking age’s favorite stores, restaurants and bars across the brewery’s current 26-state-footprint.”
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Wendy Yuengling, the Chief Administrative Officer, and a 6th generation Yuengling family member, was quoted in the press release as saying, “As the Oldest Brewery in America, we are dedicated to supporting the U.S. military and are always seeking ways to further show our appreciation to those that protect our country’s freedom. We are grateful to partner with Team Red, White & Blue, an organization that shares our devotion to the men and women that have served as our nation’s heroes.”
Country star Lee Brice, involved in the program, said, “I am thrilled to be part of Yuengling’s efforts to support Team Red, White & Blue with these limited-edition cans. I can’t think of anything better than saluting our troops with a nice, cold Yuengling beer this summer.”